Coors Light. From state of beer to state of mind
On Strategy Showcase
00:00
The Evolution of Coors Light: Balancing Refreshment and Relaxation
This chapter explores the strategic rebranding of Coors Light, emphasizing a holistic approach to refreshment that includes mental wellbeing. Starting in 2019, the initiative promotes 'chill' as a transformative experience, aligning with modern consumer preferences for relaxation over traditional party-centric messages.
Transcript
Play full episode
